Total media time is holding steady in Germany, thanks to traditional media鈥檚 dominance and growing digital usage. The balance won鈥檛 tip toward digital within our forecast horizon, but this shift is inevitable.
Total media time spent is falling slowly in France鈥攊t won鈥檛 drop below pre-pandemic levels until 2026. Meanwhile, digital鈥檚 proportion of total media time is gaining as traditional media falls out of favor.
Total media time is on a steady slide in the UK. By 2026, it will drop to below 10 hours per day, the lowest level in a decade. Digital media鈥攑articularly digital and social video鈥攊s picking up some of the slack, but it won鈥檛 halt the decline.